destination inhabited the city in the beginning lives on in every Gothenburgian today. You’ll see it flash through every now and then in jokes, for example, that are a little too crude, followed by a laugh that rumbles deeper than expected. The rest of the country calls it Gothenburg humour. Let these descendants of the fishermen and the salty winds welcome you to a part of Sweden that will take your breath away with its rough beauty and endless charm.
Shop ‘til you drop Shopping, shopping and more shopping. Gothenburg has always played an important part of Sweden’s flourishing design legacy. With brands
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like Nudie jeans, COLOUR WEAR and Monki coming from Gothenburg and taking over the world, riding on the enormous success of previous Swedish clothing brands (you might have heard of a small chain called H&M) it is easy to see why Gothenburg is a shopping paradise. Small enough to cover by foot, the inner city, the area inside the canal, offers a true shopping mecca, with small brands next to all the big chains. For inspiration watch the beautiful, trendy Swedes lounging in all the cafés looking so relaxed yet always so casually chic and trendy that a glossy magazine is superfluous for fashion tips. Remember that these are the people that set trends instead of merely following them. For smaller shops selling curious, designer
in time October 2012